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In the past we often heard the argument that e-books were unattractive due to the price being similar to that of p-books.
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Indeed, that has been a common complaint and this is great progress in that direction. Of course, there are a lot of whining folks that still think bestsellers should be a dollar or something just because they are not paper. They don't seem to realize that market, not cost, drives this process. I am sure they will come down a bit more, but not much. Personally, I am happy as long as ebooks are just a bit cheaper than the alternative and we seem to have arrived at that point.